An effective ground-up brand, design and multi media marketing creation project for an idyllic holiday home property development.
Yellowbridge Developments approached Make Studio to create the brand framework for the marketing of a number of new properties both now and in the future. The brief encompassed branding, photography, CGI, brochure design and the creation of a digital sales platform.
Yellowbridge had acquired a holiday home site in South Devon which they planned to redevelop as a residential gated community. Each of the existing buildings within the development were to go through an extensive renovation and redevelopment process.
Aiming to ensure the reworked properties reached their maximum sales potential, Yellowbridge wanted an effective awareness and marketing strategy with a primary focus on generating sales enquiries. At the heart of the brief was the need to recognise the phased nature of the site development, the various range of price points of the properties, and the appeal to different audiences.
Lifestyle beyond bricks and mortar
Hillfield Village is an exclusive community in rural, idyllic South Devon. Each of the homes were created with tranquility, craftsmanship and elegance at their heart. The properties range from two-bedroom apartments to grand five-bedroom homes and benefit from open plan, stylish and contemporary design finishes. The setting also includes a tennis court, swimming pool and beautifully maintained gardens. The village is located within a few minutes drive from the stunning Blue Flag beaches of Dartmouth and residents benefit from a number of partnerships with local lifestyle businesses including a spa and golf course.
Leading with understanding
We began by holding an immersive workshop session with key project stakeholders and the local sales agent. Our aim was to fully understand the market as well as the staggered 5-year sales timeline phased alongside renovation completion. During our research phase we identified a key target audience of London-based buyers in search of a weekend or holiday retreat. It was clear that both exquisitely designed printed and digital communication would be a priority for this audience, and therefore our approach needed to reflect this. As part of this phased property rollout, key homes would come to market first, therefore our approach needed to be future-proof with flexibility to cater for forthcoming property phases.
Before and after CGI built by Make Studio.
An immersive showcase
We saw the existing brand as being a solid base for the future of the development but looked towards more premium executions to reflect the contemporary styling of the overall development. To ensure an effective, phased marketing roll out, in parallel with the renovation timeline, an overview folder was created to give the agents a tool to create personalized and bespoke folders containing a range of selected brochures. Key to all Hillfield Village communication was inspirational location photography to engage the audience and convey the lifestyle benefits of coastal living. We commissioned a drone photography shoot of the Dartmouth area and the images from this became central to both our printed and digital executions.
The website was built using the SquareSpace platform, and the brochure site enabled the client to promote certain properties ahead of release. Each property was given a dedicated landing page with downloadable brochures, floor plans and specifications. The site linked to recommended properties to promote upsell and create a relevant customer journey. Additional features of the new website included a blog area, used to showcase the local area and key events, and promoting Dartmouth lifestyle and living. The final phase of the project included the creation of CGI’s for future developments, including four luxury detached houses to encourage off plan sales.
Results that talk
The launch of the Hillfield Village brand, marketing communication and website was a demonstrable success with a total of twenty out of the thirty-one properties being sold pre-launch, meeting the sales objectives set by the business. The marketing strategy and national communication plan helped to attract the right type of qualified clients, leading to successful direct sales. Our brand implementation across other collateral has also created an identity that raises the perception of Hillfield Village from previous chapters in its history. Our CGI’s were of a standard that helped inform the future builds, including material selection and landscaping. Further phases of the development have already been undertaken to help create future appeal and build a customer database ready for the next launch phase.
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